Method and system for sending bulk electronic messages

ABSTRACT

A method and system for sending massive e-mail messages that include test messages sent to selected small portions of the global targeted audience. A message containing the text or content part of the message can be stored and retrieved for inclusion in each test message so that the content does not need to be repeatedly retyped. The audience members are selected randomly for each test so that the tests provide statistically valid results. The test results are conveniently grouped for ease of evaluation of the test feedback.

CROSS-REFERENCE TO RELATED APPLICATIONS

Not applicable.

STATEMENT REGARDING FEDERALLY SPONSORED RESEARCH OR DEVELOPMENT

Not applicable.

TECHNICAL FIELD

This invention relates generally to electronic messaging and moreparticularly to a method and system for facilitating the creation andtransmission of electronic mail messages sent in bulk to a targetedaudience.

BACKGROUND OF THE INVENTION

Marketing companies and others make widespread use of the internet toreach potential customers with electronic messages that are often sentin massive quantities to a targeted audience. One practice that has beenused to make an email campaign more effective is to first send testmessages to a small portion of the targeted audience, with each testmessage varied in some respect from the other test messages. Byobtaining feedback as to which test messages are opened or answered mostfrequently, or by obtaining other types of feedback as to theeffectiveness of the test messages, the final message can be composedusing the test message feedback. The final message is then sent to thegreat bulk of the targeted audience and incorporates features likely tomaximize its effectiveness.

Variables such as the time sent, the phrasing of the subject line, theidentity of the address to which the message is sent, the address towhich a reply can be sent, and the message content can be different ineach group of test messages. For example, if it is determined from thetest messages that transmission at noon on a Sunday achieves the bestacceptance rate, the final bulk message can be sent to the vast majorityof the audience members at noon on a Sunday so that the mail campaigneffectiveness is maximized. Similarly, it may be determined through thetest messages that messages sent from an entity having a familiar orcatchy name are more likely to be opened and/or answered. The finalmessage can make use of the test feedback and make use of the familiaror catchy name in the final message to enhance the chance for asuccessful result. Likewise, the subject line can be tested usingdifferent phrases to test for the most effective way to phrase thesubject of the message. Variations in the content of the message can betested in a similar fashion. All of this test feedback can be used tooptimize the desired outcome of the email communication, whether thegoal is maximized views, clicks, downloads, forwards, leads, sales, etc.

Although this type of testing program for marketing campaigns has beenused for a number of years, the test programs have not been fraught withdifficulty. Typically, the content of the message must be retyped foreach different test message, even though it may be the same text as forother test messages which may differ only in time, address sent from,subject line phrasing or another variable. This can occupy considerabletime on the part of the person setting up and sending the test messages,particularly if the text of the message is lengthy or otherwise requiressubstantial time to prepare. Thus prior testing programs and theassociated difficulties have discouraged extensive use of test cells.

Evaluating the feedback from the test messages has also createddifficulty and can require substantial time that detracts from theefficiency of the overall email campaign. It is necessary for theaudience members who receive the test messages to be selected randomlyin order for the tests to be valid statistically. Past practices havenot always assured a statistically valid sample.

SUMMARY OF THE INVENTION

The present invention is directed to a method and system whichfacilitates and expedites email campaigns that involve the transmissionand evaluation of test messages.

It is an important object of the invention to provide a method andsystem in which the content portion of an email message is stored andused in different test messages without the need to recreate or retypethe message content for each different test message. This feature of theinvention saves significant time and effort on the part of thoseconducting the email campaign and thus increases its efficiency anddecreases its cost.

Another object of the invention is to provide a method and system inwhich the results of the test mailings and the final mailing areconveniently grouped so that they can be quickly and easily evaluated inan accurate manner. Again, efficiency and accuracy are enhanced and costsavings are achieved.

An additional object of the invention is to provide a method and systemin which the members of each part of the overall audience that areselected to receive test messages are chosen randomly so thatstatistically valid results are achieved from the test messages whileensuring that the contacts included in the tests (one or many) aremutually exclusive to prevent duplicate communication to an individual.

Other and further objects of the invention, together with the featuresof novelty appurtenant thereto, will appear in the course of thefollowing description.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

In the accompanying drawings which form a part of the specification andare to be read in conjunction therewith and in which like referencenumerals are used to indicate like parts in the various views:

FIG. 1 is a flow chart of the communication process flow for a methodand system for sending email messages according to a preferredembodiment of the present invention;

FIG. 2 is a flow chart for the user interface mailing console that maybe incorporated in a method and system for sending email messagesaccording to a preferred embodiment of the invention;

FIGS. 3-7 are specifications for the components of a user interfaceconsole that may be incorporated in a system and method for sendingemail messages in accordance with a preferred embodiment of theinvention; and

FIGS. 8 and 9 are screens showing a mailing console showing audiencedefinition and indicating the performance of the test cells.

DESCRIPTION OF THE PREFERRED EMBODIMENT

Referring now to the drawings in more detail, FIG. 1 depicts the processflow for an e-mail communication system and method carried out inaccordance with a preferred embodiment of the preferred invention. Thesystem includes a strategy section in which the communicationopportunity may be identified in block 10. The strategy and businessgoals are determined in block 12. Block 14 represents a determination ofthe communication timeframe. The target audience containing members towhom an e-mail message is to be sent are defined in block 16. Forexample, the target audience may be potential customers of a new productor service that is being promoted by the email campaign. In block 18, adetermination is made as to whether test cells will be used. If no testcells are to be used, 20 is entered in the design portion of the system,and the personalized e-mail content is created in block 20. If testcells are to be used, as determined in block 18, a test matrix iscreated in block 22. The various steps that are to be followed for eachtest are completed in block 24. In block 26, a random subset of theaudience that is to receive one of the tests is generated. block 20 isthen entered from block 26.

The design portion of the system includes block 28 where the content iscreated, layout is determined and the desired graphics are included. Themailing headers and the subject line may be set in block 30. A previewof the complete mailing may then be made in block 32. In block 34, thecontent of the e-mail message is distributed to proofers. Adetermination is then made in block 36 as to whether the e-mail is incondition to be distributed. If it is not, corrections and other editsare made in block 38 and the system repeats the operations in blocks 32,34 and 36.

If it is determined in block 36 that the e-mail message is in conditionto be distributed, the execution section of the system is carried outbeginning in block 40 where distribution approval is received. Adetermination is made in block 42 as to whether the e-mail message is atest cell message. If it is a test cell, the test cell message isscheduled and launched in block 44. The test cell results are evaluatedand reviewed in block 46. Then, the attributes of the best performingtest cell, as determined by the feedback and evaluation of the test cellresults, are incorporated into the final mailing in block 48 which ispart of the design portion of the system. Then, the mailing is previewedin block 32 and the system proceeds from there in the manner previouslydescribed.

If a determination is made in block 42 that a test cell is not involved,the final mailing is scheduled and launched in block 50 in the executionsection of the system. An analysis section of the system includes block52 in which the results of the mailing are reviewed. In block 54, anassessment is made of the achievement of the e-mail with respect to theintended business objectives. The detailed results of the mailing may beanalyzed as needed in block 56, and reports can be made. In block 58,any key points learned from the feedback and analysis of the e-mailcampaign are documented for use in future communications.

FIG. 2 depicts in the form of a functional flow chart a mailing consoleuser interface arranged according to a preferred embodiment of thepresent invention. After a start operation in block 60, the messagecontent (HTML and the text part) are created in block 62. In block 64, adetermination is made as to whether the content of an e-mail messagethat is to be tested differs from the previous message. If it does,block 62 is entered and the message content is created. If the contentis not different, block 66 is entered and a new mailing is created. Inblock 68, the global audience that includes all of the members to whomthe e-mail message is to be sent are chosen. In block 70, a new deliverycell is created.

A determination is made block 72 as to whether testing is required. Iftesting is required, the quantity or percent of the global audience isselected in block 74. By way of example, a test cell may select arelatively small percentage (such as one or two percent) of the globalaudience to receive a test message. The members included in thepercentage are selected randomly so that statistically valid results areobtained from the test. In block 76, the values for “testable” variablesare set. If a determination is made in block 72 that testing is notrequired, the cell is marked as a final cell in block 78, and block 74is bypassed.

Examples of variables that are “testable” include the delivery time ofthe message as indicated block 80, the content of the message asindicated in block 82, the phrasing of the subject of the message asindicated in block 84, the address from which the message is sent asindicated block 86, and the address to which a reply to the message canbe sent as indicated in block 88. Any or all of these variables can bechanged from one test message to the next. In order to test eachvariable, it is contemplated that each test message will vary fromanother test message only in one of the variables indicated in the bocks80-88.

It is also contemplated in accordance with the present invention thatthe message content indicated in block 82 may be created and stored in afile and retrieved from the file for inclusion in each different testmessage. In this fashion, one of the other variables (blocks 80, 84, 86or 88) can be changed from one message to the next while maintaining aconsistent content. This technique has the advantage of eliminating theneed for the person setting up the test to retype the message contenteach time a new test cell is to be created. If the message content islengthy or otherwise requires a substantial amount of time to set up,eliminating the need to repeat typing of the message each time adifferent test cell is created is a significant advantage.

After the values for the test variables have been set for each test cellin block 76, the message is proofed in block 90 and then launched inblock 92. A determination is made in block 94 as to whether the messageis part of a test cell. If it is a test cell, the existing cell iscopied in block 96 and a new delivery cell is created in block 70 beforea determination is again made in block 72 as to whether additionaltesting is required. If a determination is made in block 94 that thecell is not a test cell, the routine is ended as indicated in block 96.

In this manner, successive test cells can be created and sent toselected percentages of the overall audience, with each percentagehaving members that are randomly selected so that the tests arestatistically valid. By storing the content portion of the message in afile and retrieving it each time a new message is to be sent with adifferent variable changed (such as the time or day of delivery, thephrasing of the subject line of the message, the address listed in the“message from” part of the e-mail message or the phrasing of the “replyto” section of the message), the person setting up the test is relievedof the need to retype or otherwise reenter the content portion of themessage for each different test. This facilitates the testing processand reduces the time and cost involved in the overall e-mail campaign.At the same time, assurance is made that the tests are valid and thatthe results that they provide are reliable so that the final e-mailmessage can incorporate the best combination of attributes that aredetermined by evaluating the feedback from the test messages. The finalmessage is thus most likely to be effective in reaching the targetaudience and achieving other desired goals.

The present invention provides a user interface for the creation andsending of test cells and the final e-mail message. The functionalspecifications for the components of the user interface are set forth inFIGS. 3-7. FIG. 3 sets forth the functional specifications for a “newbutton” used to create a new message. Default values of the variousaspects of the system are set forth in FIG. 3. FIG. 4 sets forth thefunctional specifications of a “copy” button which is used for copyingof an existing cell.

A delete button is also included with functional specificationsindicated in FIG. 5. FIG. 6 sets forth the functional specifications fora message cell editing button of the user interface. FIG. 7 sets forththe functional specifications of a button that is used for message cellcreations/updating of the validation of the message. These userinterface components provide for simple and quick use of the system bythe person creating the test cells and the final e-mail message that issent to the great bulk of the members of the global audience that istargeted to receive the e-mail message.

In FIG. 8, the “Mailing” tab has been clicked therefore defining thehigh level attributes of a mailing and showing an audience definition.In the upper portion of the screen the words “Top Level> Marketing>Monthly Newsletters” appear. From there one may do a categoricalscrolldown to a specific newsletter. In the screen (FIG. 8), the “JulyNewsletter” and an “October Newsletter” are shown indicating that samemay be created or edited and the global audience defined forcommunication purposes. In this instance, 165,000 “July Newsletters”were sent to the “Audience”. Further, the “Audience” box shows“Segment-Marketing Opt-In” indicating everyone within the database thathas “opted in” for marketing communications.

When the “Delivery” tab is selected (see FIG. 9), the actual test cellsand final markings are created and launched. Three options (SubjectOption A 9:00 a.m., Subject Option B 9:00 a.m., and Subject Option A,2:00 p.m.) have been depicted therein. This indicates that three testcells were completed and the “Final” communication sent. In theillustrated case, a random percent was taken of the global audiencedefined in FIG. 8 of the “Marketing Opt-In” audience. As shown, threedifferent “subject” lines were tested at a different time of the day todetermine the best performing subject line.

On the right side portion of the “delivery cells” is an inline report.In the illustrated screen, one may observe the first three cells and seethat 8,250 were sent of each one. However, the “Opened” rate and the“clicked” rate was higher for the “Subject Option A 9:00 a.m. (64% and10% respectively) than the others (Subject Option B 9:00 a.m. andSubject Option A 2:00 p.m.). This tells the user that the Subject OptionA was more successful and sending at 9:00 a.m. was more successful thansending at 2:00 p.m.

The lower third of the screen (FIG. 9) is populated with the details of“Subject Option A 9:00 a.m.” since it was presumed to have been “clickedon”. If Subject Option B is clicked, then the lower third of this screenwill display that Subject's information thereon.

It should be noted that the cell type, send date and time, the subjectline, the document, the from address, the reply to address and possiblyother features are all variables that may be tested with the test cells.

It is contemplated that all of the test messages taken together willmake up only a small percentage of the global audience that is toreceive the e-mail message and certainly a minority of the globalaudience. Through use of the method and system of the present invention,feedback as to the openings, responses or other measure of effectivenessof the test messages can be used to evaluate which of the variablesachieves the best results in statistically valid tests so that the finalmessage can be composed using the combination of variables that is mostlikely to be effective for the final message that is sent to themajority of the target audience.

When and entire “mailing” has been completed, reports on the criticalstatistics for each of the delivery cells can be viewed on an inlinebasis, allowing those evaluating the delivery cells to easily decidewhich test provides the best results. Additionally, once an e-mailcampaign has been completed, the statistics for all of the tests and themuch larger final message that is sent can be easily collected into aneffective report as to the overall e-mail campaign.

From the foregoing it will be seen that this invention is one welladapted to attain all ends and objects hereinabove set forth togetherwith the other advantages which are obvious and which are inherent tothe structure.

It will be understood that certain features and subcombinations are ofutility and may be employed without reference to other features andsubcombinations. This is contemplated by and is within the scope of theclaims.

Since many possible embodiments may be made of the invention withoutdeparting from the scope thereof, it is to be understood that all matterherein set forth or shown in the accompanying drawings is to beinterpreted as illustrative, and not in a limiting sense.

1. A method of sending an electronic mail message to members of a massaudience each connected to a network, said method comprising the stepsof: creating a plurality of test messages each having a message contentidentical in each test message and a plurality of characteristics thatmay vary, each test message varying from all other test messages in atleast one of said characteristics; storing said message content andretrieving said message content from storage for inclusion in each testmessage; sending each test message on said network to different membersof said mass audience with all of the test messages together being sentto a minority of the members of said audience; evaluating feedback as tothe effectiveness of each test message; creating a final message basedon the evaluation of the feedback; and sending said final message on thenetwork to all members of said audience that were not sent one of thetest messages.
 2. A method as set forth in claim 1, wherein saidcharacteristics include a subject of the message and a time of deliveryof the message.
 3. A method as set forth in claim 1, wherein saidcharacteristics include an address from which the message originates andan address to which a reply may be sent.
 4. A method as set forth inclaim 3, wherein said characteristics include a subject of the messageand a time of delivery of the message.
 5. A method as set forth in claim4, wherein said characteristics include a day of delivery of themessage.
 6. A method as set forth in claim 1, wherein each test messageis sent to a selected percentage of said mass audience with the membersincluded in each such selected percentage being randomly determined. 7.A method as set forth in claim 1, including the step of evaluatingfeedback as to the effectiveness of the final message.
 8. A system forsending an electronic mail message to members of a mass audience eachhaving a message receiving device connected to a network, said systemcomprising: a messaging device on which a plurality of test messages canbe composed each having a common content and a plurality ofcharacteristics that are each separate from said content and may bevaried for each test message to allow each test message to differ fromother test messages in one or more of said characteristics; a storagefile in which said common content can be stored and from which saidcommon content can be retrieved and inserted into each test message; andan electronic mail transmission device for sending each test message onthe network to a different group of selected members of the audience andfor subsequently sending a final message on the network to all membersof the audience not sent one of the test messages, whereby feedback fromthe test messages can be evaluated as to effectiveness to allow thefinal message to make use of such feedback for inclusion in the finalmessage of an effective combination of said characteristics.
 9. A systemas set forth in claim 8, wherein said characteristics include a subjectof the message and a time of delivery of the message.
 10. A system asset forth in claim 8, wherein said characteristics include an addressfrom which the message originates and an address to which a reply may besent.
 11. A system as set forth in claim 10, wherein saidcharacteristics include a subject of the message and a time of deliveryof the message.
 12. A system as set forth in claim 11, wherein saidcharacteristics include a day of delivery of the message.
 13. A systemas set forth in claim 8, including means for specifying a selectedpercentage of the members of said audience to receive each test message.14. A system as set forth in claim 8, including means for evaluatingfeedback as to the effectiveness of said final message.
 15. A system forsending an electronic mail message to members of a mass audience, saidsystem comprising: means for creating a plurality of test messages eachhaving a content and a plurality of characteristics that are separatefrom the content, said test messages each having the same content andvarying from one another only in having differences in at least one ofsaid characteristics; means for storing said same content and retrievingsaid same content from storage for inclusion in each of said testmessages without recreating said same content for each different testmessage; means for sending said test messages to selected members ofsaid mass audience with said selected members being randomly determined;means for obtaining feedback as to the effectiveness of each testmessage so a final message can be created based on the feedback; andmeans for sending the final message to all members of the audience thathave not been sent one of the test messages.
 16. A system as set forthin claim 15, wherein said characteristics include a subject of themessage and a time of delivery of the message.
 17. A system as set forthin claim 15, wherein said characteristics include an address from whichthe message originates and an address to which a reply may be sent. 18.A system as set forth in claim 17, wherein said characteristics includea subject of the message and a time of delivery of the message.
 19. Asystem as set forth in claim 15, including means for specifying aselected percentage of the members of said audience to receive each testmessage.
 20. A system as set forth in claim 15, including means forevaluating feedback as to the effectiveness of said final message.